Michael B. meta

BBDO and DirecTV use weird humour and a millennial celeb to sell new binge-watching options.

If there was ever a way to convince millennials to do something, it probably involves telling them they don’t need to wear pants.

Convincing the fickle demo to adopt new TV-watching options can be a tough feat, but AT&T is betting on a familiar face – and a little humour – to help it sell its DirecTV Now options.

A new series of charming ads by BBDO feature Creed actor Michael B. Jordan playing on concepts like freedom and living without commitment (and, of course, no pants). As AdWeek points out, the offbeat ads – which play on the actor’s signature middle initial – are reminiscent of Old Spice’s notorious, sometimes bizarre spots.